PENGARUH KEPUASAN PELANGGAN TERHADAP WORD OF MOUTH DAN LOYALITAS PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Konsumen Griya Bebek & Ayam Nelongso)

Abstract

The purpose of this study was to determine whether the effect of customer satisfaction and loyalty to the word of mouth. Methods of data analysis in this study uses quantitative methods to the data-processing technique using path analysis (path analysis). Data were collected through questionnaires. The questionnaire distributed to customers Griya Bebek & Ayam Nelongso inadvertently encountered. Measurements were made with a Likert scale of one to five. The results show a significant difference between customer satisfaction to customer loyalty, and also found a significant relationship between customer loyalty to the word of mouth, as well as the significant influence of customer satisfaction on word of mouth is directly, and there is also the effect of customer satisfaction on word of mouth through customer loyalty. In this case the customer satisfaction is also an important aspect. Satisfaction and loyalty can be a primary goal in improving and maintaining word of mouth, while word of mouth customers will arise if the customer satisfaction and customer loyalty has been created.